MGT 212 Group Project

Analyzing Light of Hope from Management Perspective

By
Faria Tabassum Anika (ID: 1921712630)
Fahim Shahriar Akash (ID: 1931237030)
Asif Mahmud (ID: 2012360630)
Minhazul Islam (ID: 2011985630)

Submitted to
Rumana Huq Luva (RHL)
Lecturer, Department of Management, North South University

Date: 30 September 2020

Acknowledgment
We want to express our special thanks to our teacher (Rumana Huq Luva), who gave us the
golden opportunity to do this wonderful project. The project also helped us do a lot of research,
and we came to know about so many new things. We would like to thank our groupmates. We
would also like to thank Mr. Waliullah Bhuiyan, the CEO of the organization (Light of Hope),
and Mr. Zillul Karim Sunny, the COO of the organization(Light of Hope). They helped us a lot
in this interview and provided us important pieces of information about the business process of
that organization. We are thankful to them. We hope our unwanted mistakes in this project will
be taken with forgiveness.

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Executive Summary
Efficient management and productive manpower play the key role to attain the apex of success
for an organization. Keeping that in mind, our group went to take an interview with the
Managing Director of Light of Hope, a specialized organization in e-learning children’s
education system to establish creative and productive learning for the children in Bangladesh at
an affordable cost. Being established in 2013, they provided an impeccable digital education
facility to a huge number of children. This report has discussed thoroughly the organization’s
background, goals, and purpose, structure, environment, HRM process, strategy, planning, and
responsibilities. At the same time, it has illustrated the managerial roles, decision-making
capability, and span of influence of the manager. As a whole, an overall analysis of the
organization has been accomplished through this assessment.

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 Table of Contents
Executive Summary.........................................................................................................................2
1.1 Introduction................................................................................................................................5
1.2 Organization’s Background.......................................................................................................5
1.3 SWOT Analysis.........................................................................................................................7
1.4 Manager’s Background..............................................................................................................8
1.5 ManagerialRoles........................................................................................................................9
1.6 Organization’s External Environment.....................................................................................10
1.7 Corporate Social Responsibility..............................................................................................11
2.1 Organogram.............................................................................................................................12
2.2 Problems Faced & Decisions by the Manager.........................................................................12
2.3 Span of control By the Manager..............................................................................................13
2.4 Plans of the organization.........................................................................................................13
2.5 Decision-Making System of Light of Hope.............................................................................14
2.6 Growth Strategy of Light Of Hope..........................................................................................14
3.1 HRM Process of Light of Hope...............................................................................................15
3.2 Types of controls.....................................................................................................................15
3.3 Leadership style.......................................................................................................................16
3.4 List of pros and cons................................................................................................................17
3.5 Recommendation and Conclusion...........................................................................................17
Reference...................................................................................................................................18
Appendix....................................................................................................................................19

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 Part 1

1.1 Introduction
We usually think education is beyond what takes place inside into four walls of the classroom. In
the digital world, it is not an effective way of education. Now we need a creative education
system that makes education learning way more enjoyable and students can learn faster and
increase their performance. The light of hope is a well-known E-education development
company in Bangladesh. In this project, we as a team arranged an interview with the Managing
Director of light of hope. The Managing Director of this company was very open-minded and
explained everything about their company.This report aims to illustrate qualitative analysis
research and to explain every question accurately that the company beholds. It will do so by
discussing the evolution of light of hope, how the company began its journey, how it's become
one of Bangladesh’s largest companies, as well as their operations.

1.2 Organization’s Background

Light of Hope is a well-known organization specialized in the e-learning education system that
develops creative learning, interesting learning materials, and different tools for children at an
affordable cost. They also develop different types of Web apps company and provide IT-based
training and solutions. This company was established in 2013. It is situated in Dhanmondi,
Dhaka. A team of 100 skilled employees is working under the direct management and guideline
of highly experienced and Professionals for its effective and efficient management and quality
control.

Mission

Shaping the Future Skills of Children Using Technology & Innovation.

Vision

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light of hope unleashes empathy, creativity, and problem-solving skills in every child through
developing and distributing innovative and scalable content, tools, and resources.

Goals

Light of Hope is making children future-ready combining academic learning future skills,
creativity, problem-solving, emotional intelligence, and moral values.

Faction

They have different kinds of projects like-

 Goofy is for creating content and products for future skills (GoofyWorld, 2020).
 Teachers’ time for teacher and parent training platform.
 Kids’ time is space for kid happiness and creativity.
 eduLAB is for school developing project & product design.
 SDP is for School Developing Program.

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1.3 SWOT Analysis

Strenth Weakness
 Ability to handle wide customers.  Not having the right qualified people
 Knowing and understanding their for their working field.
marketplace.  A vague image of the company to the
 Their wide ecosystem economy. public.
 Having a different kind of skill people.
 Uninterrupted High-quality service.

Opportunity Threat
 Tremendous market growth.  Government education policy.
 Lack of market competition in  Cultural diversity.
Bangladesh.
 60% of people thought creativity is more
important than academic knowledge.

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1.4 Manager’s Background

Educational Background

Name Md. Zillul Karim

School Khilgaon Model High School

College Birshreshtha Noor Mohammad Public College

Undergraduate IBAIS University.HR Management

Postgraduate American International University-Bangladesh, HR

Management

ProfessionalBackground
Md.Zillul Karim is playing a very important role in Light of hopeas a Managing Director (HR
Department). He is experienced at the executive, cost, and budget at the Padma group of
converters. He worked for the Padma group for 8 years and then he started a partnership with the
light of hope.

Job Role
He is mainly concerned with the organization's employee management and the marketing sector.
He looks after the sampling product, product quality, and ultimate decision making of the
company (plan, monetary decision, company Growth).

Managerial Level

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He falls under the top-level manager. So He guides the whole company. He is in charge of
controlling and overseeing the entire department. Everyone in the company from middle-level
managers to low-level managers contributes to the betterment of the company under the
authority of Md. Zillul Karim.

Supervisions
Around 250 people are at present working in light of hope including 4 managers. He supervises
mainly the HR department, marketing and service are handled by other partners.

1.5 ManagerialRoles

Our manager play the roles of a leader as he supports and

Interpersonal maintains that the working environment of the organization is
motivational and all the staff are treated as part of a team

Our manager also plays the roles of a monitor by looking over the
Informational operations of the entire company and he Maintains
communication between the company and the outside
world .making sure all activities doing it the right way.
Our manager plays the role of an entrepreneur he makes
Decisional strategies to take the company forward.

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1.6 Organization’s External Environment
The external or general environment is a broad term that encompasses all external factors and
pressure that affect the activity of a company that an organization must react to or respond to
sustain its operational flow (Akpoviroro&Owotutu,2018). Its components are economic,
governmental, customers, socio-cultural, technological, etc.Some of the external environment of
the Light of Hope is discussed below:

Economic: Since the organization is a tech-based educational organization the economic part is
maintained by the apps they made and the tech-based training they provide. But the whole
economic sector cannot be run by only these earnings so they have taken sponsors like Asus,
Unilever, western union, IPDC finance, etc. These are their partners and help to run the
organization smoother by providing financial support.

Governmental:Asthe organization is working for the children's education, it has the full support
of the government along with many non-governmental children developing organizations. This
organization is certified by the Education Ministry of Bangladesh and it is one of their partners.
Again the United Nations organizations such as UNESCO and UNICEF have their authority over
this organization.

Customers:The Light of Hope provides tech-based training through the internet and efficient
learning to the children at an affordable cost. Goofi, Teachers time, Sputnique, Kids time, SDP,
and eduLAB are their brand they working with. Along with these, they earn by selling online
books for children.

Socio-Cultural: The organization consists of employees of various faith such as Christians,

Hindus, and Muslims, etc. The manager ensures that the business provides a safe and enjoyable
atmosphere for all types of people and the preservation of equality amongst all.

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Technological: Since the organization is a technology-based organization the maximum tasksare
done here by the use of internettechnology other than the projects they are working on.

1.7 Corporate Social Responsibility

"Light of Hope" is the only private organization in the country right now working with children
and their development and the rest of them are mainly NGOs.The most worth mentioning social
responsibility of this organization is the library establishment. Since the organization works for
the development of education for children they found the library as the best form of flourishing
knowledge all over the country. So they establish libraries in the remote areas of the country
where the light of education is less. They run programs for children who cannot afford the
educational cost. For their social responsibility, they got certified by the Ministry of Education as
well as the partnership of multinational organizations that help them flourish. In addition to that,
they own a range of educational items, brands, and services aimed to enhance the future skills
(Creativity & Problem solving, Emotional Intelligence, and Moral Values & Ethics) of primary-
level children using a variety of technological resources and ICT-based services.

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 Part-2

2.1 Organogram

CEO

CTO MD COO CCO CBO CMO

Manager Public Head of

Head of finance Senior manager
Head of IT Head of HR relation Head of creative Marketing and
and accountant operations
activation sells

Executive Public Manager

Central
Senior manager Senior Executive relation Sr Illustrator Online/Offline
Coordinator
activation marketing

Sr.Executive
Executive
Manager Finance and Facilitator Content writer Videographer
online/offline
accountant

Executive
Executive IT and Executive E-
Finance and
development commerce
accountant

Figure: Organogram of Light of Hope

2.2 Problems Faced & Decisions by the Manager

By interviewing the CEO and manager of “Light of Hope” I came to know that there are a few
problems faced by the managers in terms of decision making. The main problem faced by the
manager is the timing problem. Like if a decision is taken by the manager, to have its approval
from the higher authorities, sometimes it takes a significant amount of time. Therefore, the
implementation of the decision and plans hampers. Again, sometimes, all the plans and decisions
do not work accordingly due to some technical issues. And lastly, the managers can’t often get
access to the higher authority and their programs.

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2.3 Span of control By the Manager
The span of control by managers in an organization can be both external and internal. The
manager of “Light of Hope” Md. Zillur Karim Sunny mainly controls both the internal and
external sectors. He provides strategic ideas, new program plans, and employee supervision.In
addition to that, he supervises the department of HR administration, accounts, and finance. He
also administrates the clients’ and suppliers’ communication of the company.

2.4 Plans of the organization

Planning is the most initial and predominant activity that an organization performs and which
gives the accurate direction, strategy, precision, and expected coordination of the performances.
Likewise, the Light of Hope also has determined their plans in their track which will lead them to
achieve their goals.

 Strategic Plans: The Light of hope, indeed following their strategic plans, has come to
this stage of success. Adding some more time-worthy strategies with those prevailing in
the upcoming years, they are intending to spread their versatility. The addition of
appropriate manpower with more efficiency, the creation of new and innovative tools that
will make children learning fun and productive, and more sessions for teachers and
guardians regarding productive grooming of children are some of them.

 Operational Plan: From these limited criteria, the Light of Hope is planning to reach 30
million students, 0.5 million teachers, and 2 million children in the coming 5 years with
their modern educational support (Light of Hope, 2020). Later on, consecutively, they are
planning to reach all the children, teachers, and parents. Focusing on the media and
technology-based mass education, they have plans to be South Asia’s most reputed child
focus brands.

 Others: The light of hope has made their directional plans in the way of establishing a
fully digitalized primary education in coordination with the Digital Bangladesh vision.

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 These plans are categorized in both short term and long term. However, basing on the
environmental factors, the Light of Hope has made themselves very much flexible with
factors adaptation with the demand requirement.

2.5 Decision-Making System of Light of Hope

The Light of Hope follows a centralized decision-making system. All the organizational
decisions are obtained from the Chief Executive Officer (CEO). There are different executive
officers to look over various sections of their organization under the CEO like- Chief Operating
Officer (COO), Chief Technical Officer (CTO), Chief Marketing Officer (CMO), Chief
Financial Officer (CFO), Managing Director (MD), Chief Product Officer (CPO), Chief Brand
Officer (CBO) and Chief Communication Officer (CCO). Various decision-making issues for the
organization are addressed to the executive officers of the respective departments and they
communicate with the CEO for the final decision.

2.6 Growth Strategy of Light Of Hope

Growth strategy is one of the most important strategies that an organization has to initiate to
determine the overall growth and development of the organization (Dangi et al., 2018). The
Light of Hope is no different as a gradually growing business body. Among all the growth
strategies, they follow the related diversification growth strategy where they keep adding various
kinds of products and services in their product line relevant to child education. Initially Light of
hope started only as a child grooming and motivating organization with modern education
procedure. Later on, gradually, it started products and services like books for children,
establishing libraries, training teachers and parents, and other children education-related services.
As a result of which, the Light of Hope has become able to create their product lines like Goofi,
Teachers Time, Sputniq, Kids Time, SDP, eduLab. These product lines have created their
versatility and growth simultaneously.

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 Part-3

3.1 HRM Process of Light of Hope

An efficient human resource management process inside an organization will eventually work as
the key to strategical advancement for that body from its peers. The Light of Hope is also very
much aware and concerned about their human resource management. For their recruitment and
selection procedure, firstly, they post their job circular on various websites like BDjobs.com,
Facebook groups, and newspapers. Then secondly, they evaluate the CV of the applicants and
call the short-listed ones in an interview. After several evaluation processes, they finally hire the
qualified ones for the required posts. The selected employees are trained in such a way that, they
understand and embrace the values and goals of the company and do their best from their corner.

Vacancy Advertisement Short-listing Interview Selection Training

Figure: Recruitment, Selection, and Training process of Light of Hope

3.2 Types of controls

The types of controls in financial, information, corporate governance used by the organization
are-

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Financial: The organization wants to earn a good profit by maintaining financial control. They
are working for children and their futures, and they have some good sponsors like Unilever,
Asus, Western union, UNICEF, University of Cambridge. Also, they provide some online
bookselling services and courses for earning and maintaining their financial ratios. So they can
pay their expenses and debts. The organization also has some yearly plans on their income and
expenses to maintain its financial control.

Informational: Most of the works of that organization are internet-based. They also have some
important pieces of information to control. They use some ethical hackers, to protect and control
their important and confidential information.

Corporate governance: Here, the top managers set the goals and try to have strategies that can
help the organization to achieve the goal. Top managers direct the employees who work under
them, and they have many stringent rules and regulations to follow for achieving the success of
their organization.

3.3 Leadership style

By interviewing the CEO, I came to know that he follows the “Autocratic style” in leadership.
He controls the work process of the organization, and he loves to make decisions on his own. He
prioritizes his strategies on marketing than others, and those strategies have been successful for
the organization. He loves to find ideas and makes choices based on his views and opinions. He
wants to control all the decisions of the organization and make the organization successful by his
choices. By following the autocratic style in leadership, he wants to make his organization
successful.

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3.4 List of pros and cons
There are a lot of pros and cons of taking on the manager’s job. By interviewing the manager, I
realized there are also some pros and cons of his job. A list of pros and cons for taking on the
manager’s job is given below-

Pro’s Con’s
More responsibilities than others. More pressure than others.

Have to work with others and lead them to the Not everybody in the office is going to like the
same goal. manager. Dealing with those people is difficult.

Have to make essential decisions that can lead Have to make tough decisions; if the decisions
the company a step ahead. go wrong, the manager can face problems.

More salary than others. More work than others.

The manager can gain more experience than The manager has some restrictions because of
others in his position. his top position.

3.5 Recommendation and Conclusion

In conclusion, this report discussed the ins and outs of Light of Hope and their management
strategies. It is found that with a very exceptional and time-worthy idea of modern children’s
education and efficient management, this organization has created a tremendous competitive
advantage. Our recommendation will be, by emphasizing on the decision-making qualification of
the middle managers can significantly reduce time consumption and augment performance
efficiency. Therefore, they should look into this aspect.However, The organization makes
learning enjoyable, engaging, efficient, and fun for children and prepares them to lead the future
as an efficient human being. With these strategies, we hope, Light of Hope will make their way
successfully not only through our country but also through the whole world.

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 Reference

Akpoviroro, K. S., &Owotutu, S. O. (2018). Impact of external business environment on

organizational Performance. IJARIIE, 4(3), 498-506.

Dangi, M. R. M., Ismail, A. H., Johari, R. J., & Noor, R. M. (2018). SME’s Internationalization

Initiatives: Business & Growth Strategy ICT and Technology. Int. J. Accounting, Financ.

Bus, 3(12), 63-75.

Goofi World. Goofiworld.com. (2020). Retrieved 28 September 2020,

fromhttps://goofiworld.com.

Light of Hope & TDI signed agreement for Teacher, Caregiver and Parenting training - Light of

Hope. Light of Hope. (2020). Retrieved 28 September 2020, from

http://lightofhopebd.org/light-of-hope-teacher-development-institute-agreement/.

Shaping the future of Education through Technology - Light of Hope. Light of Hope. (2020).

Retrieved 28 September 2020, from http://lightofhopebd.org.

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Appendix

Appendices-1: Photo of our group with CEO and MD of Light of hope.

Visiting card of Director & COO

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Appendices-2: Contribution from members

 Faria Tabassum Anika

o Introduction
o Organizations Objective
o SWOT Analysis
o Managers Background
o Managerial Roles

 Asif Mahmud
o Organization’s External Environment
o Corporate Social Responsibility
o Organogram
o Problems faced and decisions by manager
o The Span of Control of manager

 Fahim Shahriar Akash

o Plan of the Organization
o Decision-making System
o Growth Strategies
o HRM Process

 MinhazulTazeek
o Types of Control
o Leadership Style
o Pro’s and Con’s
o Recommendations and conclusion

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